Questions and Answers From the Top

An interview with Jeremy Hockham

By Security Products Staff

Jan 01, 2009

Security dealers and system integrators are two of the
most important facets of the security industry. We
wanted to know more, so we sat down with Jeremy
Hockham, president of sales Americas for Bosch
Security Systems Inc.

Q. What do you see as the greatest opportunities
for security dealers and system integrators
in 2009?

A. Overall, IP will continue to be a growth area,
as it widens the scope of possibilities for
video surveillance, access control, intrusion and fire
alarm systems.

In video surveillance, new devices with embedded
video content analysis capabilities offer dealers and
integrators the opportunity to add intelligence to
installed CCTV systems—providing additional security
benefits to end users and opening the door for revenue
growth opportunities with existing customers. Longer
term, VCA will have more applications beyond security,
giving dealers a means to add greater value to an end
user’s business and potentially unlocking alternative
sources of funding.

With the current state of the economy, it also is
important for dealers and integrators to look for ways to
gain efficiencies in their businesses. Improvements in
technology and product design that make systems easier
to install and support can provide opportunities here—
allowing dealers to service more customers in less time.
With Bosch, customers benefit from devices in video
surveillance, intrusion and access control that deduct
from the install time as competitive products.

Q. Do you have any recommendations for dealers
and security directors who want to transition
to IP?

A. As more options for security system design
become available, dealers and integrators need
to take on the role of consultant to the end user. A true
consultant helps the end user determine if an end-toend
IP or a hybrid analog/IP system is most appropriate,
identifies the system architecture that will deliver
the best results with the lowest total cost of ownership
and has the knowledge needed to provide ongoing support.
Dealers and integrators must make the investment
to train their staff in these technologies, so their
employees can become consultants and capitalize on
the growth in IP.

Security directors with installed systems can work
with integrators to move to hybrid systems that allow
them to leverage a part of their existing investments. For
example, using IP video encoders, security directors can
keep installed camera technology while benefiting from
digital recording. Additionally, with IP communication
modules, they can enable the intrusion or fire alarm control
panels to communicate over the Internet instead of a
phone line.

Q. How does Bosch help dealers differentiate
themselves in this fast-growing market?

A. Most importantly, Bosch offers stability amid
turbulence in the economy. With our unique
ownership structure, we have no external borrowings.
This enables us to act in ways that are best for the
long-term growth of the company. Customers will not
see us react to current market conditions as many of
our competitors have. Whereas they are reducing
headcount and experiencing declining business, Bosch
is continuing to grow—achieving double digit growth
in CCTV in 2008, for example. We also are continuing
to invest in areas that are important for our business
and for the market—in new people and in support
tools for our customers.

Bosch also offers advanced technology that delivers a
lower total cost of ownership to the end user. There are
significant cost savings that can be achieved over the life
of a system by choosing a design for video recording
that eliminates the need for expensive NVRs and allows
for flexible acquisition and management of storage
resources. Recurring operating costs also drop through
the use of IP communication modules for intrusion and
fire systems that enable the end user to eliminate phone
lines for communications to a central monitoring station.
A low total cost of ownership is an important consideration
for the end user, and communicating this message
can help Bosch dealers set themselves apart.

Bosch’s modular technology helps end users upgrade
devices, such as cameras, with advanced technology
without replacing the entire product. While end users
benefit from technology that keeps pace with the latest
developments, dealers and integrators gain a “built-in”
opportunity for additional revenue from existing customers
as new modules become available.

Q. What is Bosch doing to help security directors
understand new technologies available to them?

A. Educating decision makers on advanced technologies
helps generate market demand and bring
more business to dealers and integrators. We host seminars
and conduct demonstrations and educational
forums for end users. For example, in 2008, we hosted a
forum on emerging technologies for loss prevention,
physical security and protection personnel from national
retailers and other commercial enterprises.

Q. What has Bosch done recently to make it easy
to do business with the company?

A. This is an area where we believe the task is
never finished. In 2008, we undertook a number
of new initiatives to better equip our customers with
the tools they need to be successful. We created a presales
team to assist customers before a sale with information
on part numbers, pricing, and system configuration
and design. Bosch also invested more than
$500,000 over the last 18 months to bolster its training
offerings for customers.

We opened two new training centers, and we introduced
a greater range of eLearning offerings that help
customers’ technicians and sales personnel become
familiar with Bosch technology without the expense of
travel and time away from billable client activities.

We also held meetings with groups of dealers to
understand how we can improve and to hear about their
experiences in doing business with Bosch. From these
meetings, we have gained new ideas and have been able
to test current plans to make sure they’ll make a positive
impact on our customers. We will continue to host customer
focus groups in 2009 and beyond.

This article originally appeared in the January 2009 issue of Security Today.